MVA taps Ruder Finn Asia for China marketing

NEW YORK—Ruder Finn announced yesterday that the Marianas Visitors Authority, the official tourism board of the Commonwealth of the Northern Mariana Islands, has appointed Ruder Finn Asia (RFA) as their representative for China, with physical presence in four key cities—Hong Kong, Beijing, Shanghai and Guangzhou.

A U.S. commonwealth, the Northern Mariana Islands of Saipan, Tinian, and Rota are a chain of low coral and volcanic islands in the West Pacific, offering friendly, fun, exotic vacations. RFA’s communications strategy will focus on promoting the three unique paradise islands to the Chinese market, focusing on families, leisure travelers, business executives, and sports enthusiasts, especially those interested in golfing, diving, water sports, cycling and trekking.

With recently-launched flights on China Southern Airlines between Shanghai and Saipan, the MVA is gearing up for the anticipated influx of Chinese tourists. The islands, also accessible from Beijing, Guangzhou and Hong Kong, have enjoyed steady growth in the number of visitors with a 61 percent increase from mainland China through April this year. In anticipation of the CNMI being awarded Approved Destination Status in mainland China, the MVA is set to foster close relationships with media and travel agents in the country.

Commenting on the appointment, MVA deputy managing director Vicky Benavente said: “We are delighted to have formed this alliance with Ruder Finn Asia, and were impressed by their strategic thinking and creative ideas. China is a key growth market for us, and with Ruder Finn’s strong presence and comprehensive understanding of the Chinese market, we will put Saipan, Tinian and Rota on the map.”

The MVA account will be headed up by Shari Oliynyk, travel expert in Ruder Finn’s Shanghai office. Oliynyk will work with her colleagues in Ruder Finn’s Beijing, Shanghai, Guangzhou and Hong Kong offices on a developing strategy and a coordinated marketing program which will include public relations, on-line and off-line promotions, events and advertising.

“We are delighted to have been awarded this contract to represent the CNMI in China,” said Louise Harris, president and managing director, Ruder Finn Asia. “The Northern Mariana Islands are an undiscovered gem in the Pacific, and now that access to these extraordinary islands is becoming simpler, we look forward to promoting this exciting destination to the Chinese market and helping the Chinese people create their own island adventure.”

With three main islands, Saipan, Tinian and Rota, the Northern Marianas offers freedom of choice to the Chinese traveler with a wide range of activities including shopping, diving, golf, gaming, cultural performances and eco-tourism. The uncrowded, unhurried atmosphere is an ideal destination for those who enjoy an unpolluted environment, crystal clear blue water, pristine beaches and magnificent sunsets.

For more information about Ruder Finn, visit http://www.ruderfinn.com.

Ruder Finn, Inc. is a leading communications, counseling and services agency with more than 52 years’ experience. The Ruder Finn Group maintains offices in Boston, Chicago, Los Angeles, New York, San Francisco, Washington, London, Paris, Jerusalem, Beijing, Hong Kong, Shanghai and Singapore. The Agency also works with affiliates in major markets throughout the U.S., Europe and Latin America. The Agency services global and local communications needs of more than 250 corporations and nonprofit organizations.